Mandate

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• Re-ignite growth in Canada after retreating from a weak US-market launch. Do so by quantifying the key value drivers of the category, brand, and business and establish the appropriate strategies.

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Action  

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• Conduct in-depth research (quantitative consumer and strategic desktop) to understand key drivers of category and brand growth

• Rally the company’s Management Team around appropriate strategies

• Ensure strategic marketing communications are aligned with Vision and appropriate value drivers

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Results

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• Company changed their Vision Statement and Corporate name to reinforce identified strategies

• Marketing and corporate communication refocused against key strategic themes

• Key elements of plan presented in key Annual General Meeting as rationale for strategic growth